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Latest Industry Trend

Latest Industry Trend

Packaging design simultaneously feeds to the requirements of functional performance as well as branding. It not only ‘houses’ the product but also is intrinsic to the factors influencing the ‘buying decision’ of the consumer. Along with aesthetics, packaging is expected to be protective, sustainable and functional as well as environment friendly. Hence brand owners need to take into account the industry trends while drawing up on their branding and packaging design strategies.

Below, let us look at some of the emerging industry trends those have arrived on the scene to stay for good ….

1. Visual and Physical Presentation

It has been proven time and again that consumers are swayed not only through visual stimulation. Physical and tangible impression often leaves decisive influences on the buying decision. Shapes, patterns, colours, textures – all need to be prudently utilised to grab consumer imagination. Many marketers have resorted to the growing trend of package shapes and colours those resemble to that of the product itself. Even sizes of packages are being compacted to improve consumers’ package handling experience as well as suiting the shrinking budgets of the manufacturers. Design continuity and sculpted iconic structures, retro and vibrant designs are some of the trends those are being rapidly adopted, worldwide. Unique package design that generates ‘notion’ and ‘reference’ in the buyers’ mind, helps in better brand recall and establishment of continuity of marketing strategy. Drawing inspiration from corporate identities like the logo – shape, colour and texture and transferring them into the packaging itself, keeping in mind consumer demographics, product utility, storage and display, etc. is becoming immensely popular and effective. Apart from ‘iconic packaging’, the future is that of engaging consumers through stimulation of their olfactory senses – access to product aroma and scent, off-the-shelf!Read More…

2. Decoupling

‘Decoupling’ of tasks, i.e. splitting the creative aspect of packaging design from the execution and production has been gaining momentum in this era of specialization. The earlier blitzkrieg of full service branding agencies who would handle the entire chain of activities from creative visualization to execution and delivery has gradually lost its relevance. Now, creative agencies continue to generate path-breaking concepts, while packaging design organisations focus on their core strength, i.e. translating and executing concepts, all the way to the printed output. Since specialists get to work on their area of competence, Brand Owners reap formidable benefits of better quality, reduced re-work and lead-time, lower costs of production and quicker reach-market timings, leading to building of superior brands!Read More…

3. New Age Codification

Smart phone applications are able to read and interpret multi-dimensional interactive bar codes appearing on packaging surfaces. Lot many brand owners are allowing consumers easy and on-the-move access to product information that goes beyond those appearing on the limited space offered by the packaging itself. Smart phone applications are able to read and interpret multi-dimensional interactive bar codes appearing on packaging surfaces. Such bar codes can easily lead consumers to on-line information repositories, those further enhance consumer knowledge and throws up deep insights into the product’’ utility as well as its USPs. Consumers not only have ready and regular access to offers and promotions, they can also chose to get associated with charities or social causes being promoted by the manufacturer, as a part of its corporate social responsibilities. Such platforms allow consumers to share their expectations as well as provide invaluable feedback on the product, its branding, marketing and distribution as well as its packaging and presentation.Read More…

4. Collaborative packaging design environment

Participants in the packaging design chain have started pitching in on mutually collaborative, consultative and feed-back driven transactions. Packaging and printing material suppliers and design implementers – printers and manufacturers, are no longer mere passive participants in the packaging design and printing chain. With globalization, even in branding requirements, shrinking budgets and increase in the variety and complexities of consumer expectations, the need for innovative, out-of-the-box, sustainable yet cost efficient ideas has become supremely important than ever before. This is where all the participants in the chain have started pitching in on mutually collaborative, consultative and feed-back driven transactions. The parties continue to value add in each other’s processes through constructive suggestions, and get exposed to each others skills, capabilities and technologies to transform complex brand packaging ideas into innovative, meaningful, distinctive yet efficient final output.Read More…

5. Surface Space Management

Brand owners have faced challenges to key-in product information on the limited surface space available, without compromising on the functional design of the product’s packaging. With growing consumer awareness and legal empowerment, brand owners have faced challenges in providing product and regulatory information on the limited space available on the surface, without compromising on the functional design and aesthetics of the product’s packaging. There’s a limit to which the sizes of the labels or even the containers could be extended. Another challenge is to be able to wrap packaging labels on to complex, non-linear and iconic surface designs. Hence packaging designers, in collaboration with suppliers and implementers have started coming up with new-age technologies, packaging and labeling materials, those are able to overcome the limitations, optimize space, wrap comfortably and deliver requisite brand information over complex packaging surfaces, drawing prudent balance between aesthetics and brand information.Read More…

6. Corporate Social Responsibility, Safety and Sustainable Packaging

Corporate Social Responsibility, Safety and Sustainable Packaging Packaging builds or kills the image of a brand. More and more organisations have started delivering socially responsible messages through their product packaging. They have been magnanimous enough to dedicate portions of their packaging “billboard” to various socially relevant causes and in planting deep messages into consumer psyche. Brand owners have integrated their packaging design with their overall corporate communicating strategies and have established the brand’s commitment to spreading strong social messages, even while running profitable businesses. Brands, those who rate consumer safety high in their packaging design strategies, enjoy the appreciation and patronage of the steadily growing numbers of safety-conscious consumers. Physically stable, spillage free and child tamper-proof packaging, those prevent or reduce emissions and contamination, facilitates hassle free usage and storage, and show great concern for consumer safety have moved beyond being trendy and are now increasingly being considered essential, engaging yet credible. Similarly, the need of the hour, for the brand owners is to turn to eco-friendly, lighter and recyclable packaging for their product lines. Although survey reports indicate growing consumer awareness, the prime duty of the producer is to generate awareness, liking and acceptance for sustainable and reusable packaging. Packaging specialists need to keep researching ways and means to pass on the benefits of bio-degradable and environment friendly packaging to the consumers without stretching consumer pockets irrationally. Recyclable, low-emission, low-carbon, conservationist packaging is not a trend anymore – it’s a reality a brand owner can least afford to forego.Read More…

Get in touch with Cognitio at info@cognitio.com or call us on +1 (253) 242-1146 or +1 (415) 251-3173 or +91-79-4000 7881 and find out how we have imbibed various emerging industry trends to keep your nose ahead of competition and make your customers’ experiences enriching. Alternately you can request for information by filling up RFI/RFQ form.